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BizReport : Advertising : February 21, 2014

Beckon release aggregates data into singular view

This week a potentially game-changing platform is releasing to the public. The Beckon SaaS platform aggregates data sources into a singular view, giving brands a clear view of what is - and isn't - working with their campaigns.

by Kristina Knight

Beckon's Marketing Performance Management (MPM) platform aggregates from thousands of data sources. This kind of unified look at multiple data points can more accurately pinpoint weak areas of campaigns, helping brands to better optimize and analyze messaging. And, because it is SaaS, there is not IT integration needed.

The Beckon MPM pulls data points from warehouses and APIs, but can also cc: from email programs so that spreadsheets, PDFs, email and social media reports are included in the data sets.

"There are so many ways to spend our marketing dollars, and at the same time, tremendous pressure to justify the decisions we make," said Jennifer Zeszut, CEO and co-founder of Beckon. "The question 'what's working?' is harder to answer than ever before. With this launch, marketers finally have a platform for experimentation and accountability. Beckon delivers decision support for marketing in all its modern complexity."

While still in stealth brands including Converse, Nokia and BSkyB used Beckon.

"Beckon has made our marketing data more actionable and timely," said Ray Elias, Chief Marketing Officer at StubHub, an early adopter of the platform. "Live entertainment is a fast-moving environment. If we take too long to analyze and react, we miss meaningful opportunities."

Image via Shutterstock

Tags: advertising data, Beckon, data aggregation, marketing data

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